An Absorptive Capacity Perspective of Organizational Learning Through Social Media: Evidence From the Ghanaian Fashion Industry

Abstract

The Absorptive Capacity Theory was used as the theoretical lens for this study to help analyze how organizations absorb new knowledge using social media tools and applications. A survey of fashion designers and employees numbering 196 was carried out in 55 fashion firms whereas two fashion firms were used in a case study. Data analysis was performed using Structural Equation Modelling. The findings from the study suggest that Ghanaian fashion designers do not intensively use social media to assimilate knowledge but rather to acquire, transform, and exploit knowledge. The popular social media applications include; Facebook, Twitter, and Instagram. Facebook, for instance, is used daily by most Ghanaians.